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20世纪90年代中期以来,我国大中型百赁零售业的经营面临困境,甚至出现了百货店关门倒闭现象。这种局面的形成与百贷零售业经营雷同化,从而导致恶性价格竞争有很大关系。因此,百货零售业要想继续生存和发展,必须进行品牌定位,实行差异化经营,拓展整个百货店的生存和发展空间,而不是争吃已有的市场蛋糕。要科学地进行品牌定位,应该把握品牌定位的基础,遵循品牌定位的策略和步骤,并要注意避免陷入品牌定位的一些误区。
Since the mid 90s of the 20th century, the operation of large and medium-sized retailers in China has faced difficulties and even the closure of department stores has closed down. The formation of such a situation with the retail operation of 100 loans assimilation, resulting in vicious price competition has a lot to do with. Therefore, the department store retailing industry wants to continue to survive and develop, it is necessary to brand positioning, the implementation of differentiated management, to expand the entire department store survival and development space, rather than contempt for the existing market cake. To scientifically brand positioning, we should grasp the basis of brand positioning, follow the brand positioning strategy and steps, and pay attention to avoid falling into the brand positioning of some errors.